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Competitive Threat Analysis for a Global Tire Company

    • 1. Requirement

Requriement

  • A leading global tire manufacturer was expecting competition from a Chinese tire manufacturer and wanted to understand it better.
    The scope of our research included the understanding of:
    Operations
    Summarization of financial information
    Research and Development information
    Products launched and upcoming products
    New Announcements and Events
    • 2. Solution

Solution

  • A detailed presentation in PowerPoint on the Chinese Tire Manufacturer included:
    Industry Overview
    Competitor’s manufacturing capacities and capabilities
    Finances – global and regional
    Products – current and proposed
    Market expansion strategies
    Research & Development – spend (global and regional) and activities
    New announcements
    Historic and forecast data (five years)
    Detailed sourcing and interview highlights
    • 3. Methodology

Methodology

  • We conducted research on the competitor through:-
    Primary research (9 interviews with senior employees of the competitor; 2 interviews with other tire manufacturers)
    Secondary research (largely from Chinese-only sites)
    Social Media monitoring – monitoring comments on consumer discussion forums and professional networking sites
    Delivery of a comprehensive report on the competitor and the threat it posed to the client
    • 4. Client Benefits & Feedback

Client Benefits & Feedback

  • The report on the operations of the competitor helped the client to shape its response.
    Primary research revealed a range of important strategic information the client had not been aware of, including:
    The competitor company’s ambitious plans to increase capacity and output in the short term
    Plans for first manufacturing sites in the US and UK
    Insights into the company’s M&A strategy
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